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Introduction 3
1.2 HOW AIRPORTS USE MARKETING AND PUBLIC RELATIONS
Airport managers use public relations and marketing to communicate with their customers, a diverse group that
can include airport sponsors, tenants, airlines, business prospects, and the community.
Typically an airport markets for the reasons shown in Exhibit 1.1.
Exhibit 1.1--Reasons to Market the Airport.
Attract additional activity or business to the airport
Airport Business Keep existing tenants
Increase the number of based aircraft & hangars
Attract passengers
Air Service Solidify existing service
Pursue new air service opportunities
Rally support for the airport
Support Inform the community, other stakeholders, and
funding agencies
Source: KRAMER aerotek, inc.
All airports, regardless of size, engage in marketing on a regular basis. Here are a few examples that demon-
strate the range of marketing and public relations activities undertaken by airports:
· The airport has applied for a federal grant and has decided to brief its congressional delegation about
the proposed project.
· The newspaper or radio station has called the airport office for an interview.
· An airline has announced intentions to build a new maintenance facility at an airport in the region and
the airport seeks to advance its candidacy for site selection.
· A few neighbors near the airport have complained about noise or truck traffic.
· The airport seeks to attract more passengers for existing air service.
· The airport wants local businesses to support a proposed new service.
· A large building on the airport is available for lease.
Because many small airports are run by a single individual or a small group, the main goal of this Guidebook
is to help managers prepare a low cost marketing and public relations plan that targets the intended audiences,
establishes a consistent and strong message, and spells out specific activities to communicate the message.
